John st. Combats Compromise with J.P. Wiser's 'Wiserfund'

J.P. Wiser’s whisky has been recognized over the years for its Wiserhood campaign – which shows guys how to live an uncompromising lifestyle. Now they’ve opened their cheque book to deserving men across the country - helping them out of their own unique, compromising situations. Corby Spirit and Wine, with the help of john st., have created the Wiserfund: a real fund, with real money, saving real men from compromise. 

The campaign invites guys to apply for funding on the brand’s Facebook page by explaining their compromising situation – a panel of judges will evaluate submissions, identify those who are most in need, and mail cheques to the lucky recipients (or unlucky recipients, depending on your point of view). Along with the cheque comes a suggested solution of how to spend the money wisely.

“We’ve always received a positive response on the Wiserhood campaign and now are really excited to give back to our consumers in a way that makes sense coming from the brand. We see the Wiserfund as an approach to really connect with them, and make J.P. Wiser’s more accessible to a wider audience of whisky drinkers,” said Laura Bruce, Senior Brand Manager, Corby Spirit and Wine.

The primarily social driven campaign will run over the next 6 months and will be supported by several online videos and TV spots that were created in partnership with Jam3 and OPC/Familystyle. The videos tell the story of three men that faced compromise and how the Wiserfund helped them evade inevitable discomfort and embarrassment. 

“I love that we’re walking the walk with this idea, and actually helping guys avoid compromise in their lives. It’s real. It’s more than just an ad,” says Angus Tucker, ECD at john st.